Shore capital sell rating9 Jul 2020 00:33
On current Bloomberg estimates [at the opening price] Boohoo trades on a forward one year (year to February 2021) PE multiple of 34x, EV/EBITDA multiple of 21x and EV/Sales of 2.0x, . In our view this is still a premium rating and implies no economic impact from the current supplier issues in Leicester.
We wonder what the negative impact will be from the supplier issues. We do not know the quantum but we do know that sales will be impacted by not being on the ASOS, Next and Zalando websites in the short term and we find it hard to believe that sales for the group’s brands won’t be impacted given the current media storm. We have noticed a surge in social media hashtags including ‘BoycottBoohoo’ and we highlight that millennial consumers are interested in both sustainability and business ethics.
We also question the impact on the cost base and question whether Boohoo has been experiencing input prices for goods that might be no longer sustainable. This may put pressure on gross margins and prices could rise, which would negatively impact their competitiveness. We also wonder what the new compliance measures that the company has announced this week will mean for the cost base. In our view, it will be potentially higher operating costs to demonstrate that the company has the appropriate processes in place for its supply base.
The company has to deliver the outcome of its own investigations and it faces the potential of external enquiries too, according to the media including a possible police investigation. Until the outcomes are better understood, the stock feels less than appetising for many investors and may be totally off limits for many ESG funds for now.
This may in time prove to be a short-term blip and so no damage to brand equity, or it could be a Gerald Ratner moment. In our view, with a premium rating and major issues around brand equity, trading and financial fall-out, we think it wise to move to Sell (from Hold). We will re-visit when we feel the fall-out has settled and we have further clarity on the economic and reputation consequences.